How should an SEO agency provide advice and guidance on optimising the use of multiple languages?

Any reputable SEO agency will use a variety of keyword tools to discover high search volume, popular search phrases in each language and each target market. When available they should analyse existing Site Analytics data and any PPC campaign performance data to identify keyphrases that already drive traffic and assess how this traffic is performing on your site by completing defined actions. Social Media conversation monitoring will provide up to date insight into keyword usage within social media which may not yet be visible in keyword tools due to them showing retrospective keyphrase popularity monthly in arrears.
For multi-lingual SEO & PPC projects native speaking search marketing consultants should be used to translate the English research into the target language and add or remove phrases based on local knowledge such as colloquialisms, slang terms, abbreviations and terms used by other local language competitors. Some popular search phrases simply do not have an equivalent translation in other languages or take on a different meaning which should be highlighted. This revised list for each language must then be run back through the keyword tools and treated the same as any other language.
Once a keyphrase list has been generated for each language and sorted by popularity, each keyphrase is categorised by its relevance to the client and by searcher intent to indicate how far down the buying cycle the searcher is perceived to be based on what they�ve typed in. By taking into account keyphrase popularity, relevance, searcher intent, existing campaign data and current organic rankings a keyphrase priority focus should be agreed upon which will form the basis of the SEO strategy.
An SEO Technical Audit document should be provided to assess any technical obstacles to the indexing activities of search engines which also provides advice and recommendation on the use of keywords within website coding i.e. meta descriptions, page URL�s, image alt tags etc. All of this should be included automatically with any new website design and build projects from choice of domain name through to information architecture, content mapping and the use of technologies such as Flash and JavaScript.
An SEO Marketing strategy should be prepared which includes an on-page optimisation document prescribing what content should be placed where on each website for each language relevant to each project. Where popular search phrases are discovered that aren�t currently mentioned on the target website the SEO agency should propose adding them to existing content or to create new pages optimised specifically to attract people searching for these terms. The on-page optimisation document should clearly detail on a page by page basis how existing content can be tweaked or re-written to include popular search phrases and usually provide an SEO keyphrase focus for copywriters to produce new content.
Once target keyphrases have been agreed upon by all parties then these shouldbe circulated to all agencies and internal teams responsible for copywriting, public relations, social media and PPC / paid search.
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